https://jurnal.machung.ac.id/index.php/citradirga/issue/feed 2025-08-01T09:36:37+07:00 Amar Ma'ruf Stya Bakti [email protected] Open Journal Systems <p>Jurnal Citradirga adalah jurnal ilmiah yang diterbitkan oleh Program Studi Desain Komunikasi Visual Universitas Ma Chung. Citradirga mempublikasikan artikel luaran penelitian, gagasan konseptual, dan review kepustakaan dalam cakupan rumpun ilmu seni, desain, dan media, pada 1) Sub Rumpun Ilmu Kesenian, dalam Bidang Ilmu Seni Intermedia (688), 2) Sub Rumpun Ilmu Media, dalam Bidang Ilmu : a) Fotografi (701); dan b) Televisi/Videografi/Sinematografi (702); serta 3) Sub Rumpun Ilmu Desain, dalam Bidang Ilmu Desain Komunikasi Visual (708). Artikel luaran penelitian dapat berupa ringkasan hasil penelitian dasar (kajian, kritik, tinjauan, atau evaluasi), penelitian terapan (perancangan atau penciptaan), dan peneltian pengembangan (<em>research &amp; development</em>), baik yang bersifat monodisipliner maupun interdisipliner.</p> https://jurnal.machung.ac.id/index.php/citradirga/article/view/1218 2025-08-01T09:36:37+07:00 Rahmat Kurniawan [email protected] Krisna Widiatmojo [email protected]

<p><em>This study focuses on designing social campaign content to build a positive image of rice farmers among youth, addressing stereotypes of agriculture as dirty, exhausting, unprofitable, and low-prestige. The campaign aims to shift negative perceptions, raise awareness, and foster appreciation for rice farming while encouraging generational renewal. A qualitative approach with Design Thinking methodology was employed, encompassing empathy, definition, ideation, prototyping, and testing stages. Data were collected through farmer interviews, field observations, and relevant literature reviews. The outcome comprises 12 social campaign posters utilizing visual metaphors to construct a positive farmer image. Media and subject-matter experts validated the posters’ effectiveness in conveying messages and achieving campaign goals. Target audience feedback further indicated high acceptance and appreciation levels. The findings suggest that visually metaphorical campaigns can reshape youth perceptions, highlighting the potential of strategic communication in agricultural revitalization</em><em>.</em></p>

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